Beverages - Alcohol
Beer, champagne, liquor, wine, wine coolers, etc.
We were challenged with how to effectively establish Belvedere within the highly competitive vodka category. To effectively achieve this we had to meet sales goals, on premise placement goals and establish a new tier within the vodka category. We surpassed these goals through a media plan that defied conventional wisdom and leveraged "discovery", and creative executions based on the "authenticity" of the Belvedere brand.
Client: Millennium Import Co.
Agency: Clarity Coverdale Fury
The introduction of the first ever television campaign in the U.S. represented a major milestone for brand Guinness. The goal was to capture greater share of mind and menu for a brand with limited awareness and significant perceptual barriers and do so in the midst of the most intense competitive activity Guinness has faced to date. For the target of 'taste beer' drinker, searching for their next great beer "discovery", the unique sensory experience of the Guinness ritual was brought to life through a juxtaposition of product stimulus/drinker response. The sensory effect and sensual reward of the Guinness experience follows from each step in ordering, waiting for and, finally, taking your first sip of Guinness.
Client: Guinness UDV
Agency: Weiss, Whitten, Stagliano Inc.
The Amstels from Amsterdam: Open For Anything Are You?
In major cities, Amstel Light was a somewhat popular but unapproachable product declining in market share while the light and imported categories were experiencing strong growth. In order to rejuvenate the product and grow it to a big brand, the decision was made to bring Amstel Bier and Amstel 1870 from Amsterdam. The idea of Amsterdam heritage was compelling to our target audience because the city is seen as the most open-minded city in the world. The strategy of the campaign was to make the Amstel Brand stand for open mindedness which was achieved through the conflict between the open for anything attitude of Amstel and the close mindedness of Garrison Boyd and American's For Disciplined Behavior.
Client: HEINEKEN USA
Agency: Wells Rich Greene BDDP Inc.